A. Rajkumar, Country General Manager, Fujifilm India on strategies to tap market...

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These days the digital camera market is definitely gaining momentum at a very rapid pace and the competition between players is at all time high. Therefore to catch up with this ever growing market, Fujifilm has launched its 14 new digital camera models. A Rajkumar, Country General Manager (DSC), Fujifilm India, provides IT VAR News a deep insight about the latest product offerings by the company, its strategies.

IT VAR NEWS: Pls shed some lights on your latest product offerings? Which of your product is doing good and why?

A Rajkumar: We have 14 new AMJ models with a variant model option of 12 MP or 14 MP with 3x or 5x or 10x or 18x or 30x optical zoom. All models including our entry level starting from Rs. 4,999/- has HD Photo and HD Movie features. Free bundle value pack of 2 years warranty, Memory cards, Pouch, charger is bundled across all models. We have five series of A /J /Z /F / S with variant models fitting to the above mentione

d spec option. Currently A / J and S series is doing very well. Z series and F series have picked from last qtr.

ITVN: What are the segments that you are targeting for your products?

AR: We have products categorizing to all customer segments. We are differentiating the channel partners with their customer footfalls and according offering the model mix which enables us to reach all type of target audience.

ITVN: What is your current channel strength and how many branches do you have all over India?

AR: We have presence in Photo channel, Camera specialty stores, CE channel and Modern Trade. We have regional office in 4 metros. We have distributor representation in almost all the Class A and B towns in India. We are reaching C class towns during this and next qtr.

ITVN: What i

nitiatives are you taking to tap the market?

AR: We are investing in manpower to increase our market coverage, retail placements, brand connect activities (Fujifilm brand to Digital Camera whereas customer recall and perception is for traditional Film and Lab business associated brand), Sales tools, ATL and BTL activities, Consumer promotion, Channel incentive programmes.

ITVN: What is the company\\\\\\\'s strategy to take on competition from other players?

AR: Differential our product using competitive position, offering more value for money, make our product Preferred model for customers based on technology supremacy, specifications, Features and its advantages. Increasing the distribution and retail presence, it will make the product available close to our target customers. Creating programmes for channel partners, which will make them, feel very comfortable to work

with us on a very long term basis.

ITVN: What are your future plans? Are you planning to foray in to Video camera segment as well?

AR: Video camera segment is undergoing the convergence phase with digital cameras. All our cameras are inbuilt with HD Movie recording capabilities with stereo sound. Hence it delivers a huge comfort to our customers by saving their money and as well as very convenience during their holidays and outing, not to struggle with two gadgets.

ITVN: What are the new challenges that you face?

AR: Brand connect activities (Fujifilm brand to Digital Camera whereas customer recall and perception is for traditional Film and Lab business associated brand) and effective communication to our target customers by minimizing the selling time during the point of sale at the counter.

ITVN: The other future plans of the company?

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AR: We will be exploring the consumer oriented digital photo printing solutions for Home segment.

ITVN: Any message for the channel community?

AR: We have designed very good channel programme to be implemented starting from AMJ which will enhance their business opportunities, profitability, scope for working closely on a long term basis and better offerings to their customers.

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